Canadian Book-Buying Behaviour

BookNet CEO Noah Genner will be presenting BookNet Canada’s most recent consumer insight, based on research that has tracked product awareness, purchase motivation, price tolerance, and format and device preferences over 2012.

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Methodology• Online survey• Approximately 1000 English speaking book buyers across Canada are surveyed each quarter (333 per month)• Respondents had to purchase at least 1 book in the proceeding month to qualify• Ques9ons are asked about all books purchased • Par9cipants are compensated for par9cipa9on• Same base ques9onnaire being asked each quarter• Ability to ask custom ques9ons with each quarterly ﬁelding Friday, 8 March, 13

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the Canadian book-­‐buyer• female• born in Canada• have a household income of $50,000 to $74,999• a professional or execu9ve• employed full-­‐9me• have a university degree• live in a city or urban area• good chance they didn’t buy their book in a ‘bookstore’Friday, 8 March, 13

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the Canadian book-­‐buyer1 in 3 Canadians Buy a Book Each MonthFriday, 8 March, 13

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awareness that results in a sale *47%$31%$22%$4%$1%$22%$In*person$Online$Print$$TV$Radio$Other$* Respondents can make more than one selecJon% of all books purchased in 2012Friday, 8 March, 13

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in person awareness * Respondents can make more than one selecJonReceivedrecommenda-onfromafriend/rela-ve,25.5%BookClub/readinggroup,2.3%BookFair,3.1%Sawauthortalkaboutthebook,2.9%RecipientAskedForItem,4.0%ReceivedasaGiK,3.4%AtSchool,7.0%Atthelibrary,9.2%InNStoreSalesClerk,4.8%InNStoreDisplay/OnShelf/SpinningRack,37.8%Other,20.5%Friday, 8 March, 13

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Going to the store/browser...25% of book purchases are impulse buysebooks tend not to be impulse purchasesFriday, 8 March, 13

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#1 -­‐ I like the topic/subject#2 -­‐ I like the author#3 -­‐ Price#4 -­‐ I’ve read other books in the series#5 -­‐ I looked though the book and liked itWhy did you purchase this book?N = 8665All Books...Friday, 8 March, 13

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#1 -­‐ I like the author#2 -­‐ I like the series#3 -­‐ Price#4 -­‐ I like the character#5 -­‐ Intrigued by book JtleWhy did you purchase this book?N = 1005FicJon -­‐ MysteryFriday, 8 March, 13

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the joy of the ‘other’ answerMy niece is named Zoe and I couldnt resist thecolourful pictures and glitter on the book and so itwas an impulse buy as a giftThere was a good review in a magazine I read (sorry,youll have to actually generate a decent survey to findout which magazine ;o)When i wait somewhere for a rendez-vousyour survey gave me information onother ereader/book sites i didnt knowabout. thank-you.Why did you buy this book?Where are you going to read this book?Our Survey...Friday, 8 March, 13